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Lecture 2

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Chapter 2 Strategic Planning and the Marketing Process PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
Strategic Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Designing the Business Portfolio ,[object Object],[object Object],[object Object],[object Object],[object Object]
Analyzing Current SBU’s: Boston Consulting Group Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relative Market Share High Low Market Growth Rate Low High
Analyzing Current SBU’s: GE Strategic Business-Planning Grid Industry Attractiveness Business Strength High Medium Low Strong Average Weak A B C D
Developing Growth Strategies 1. Market Penetration 2. Market Development 3. Product Development 4. Diversification Existing Markets New Markets Existing Products New Products Product/ Market Expansion Grid
Product/ Market Expansion Grid ,[object Object],[object Object],[object Object],[object Object]
Marketing’s Role in Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Process Target Consumers Product Place Price Promotion Marketing Implementation Marketing Planning Marketing Control Marketing Analysis Competitors Marketing Intermediaries Publics Suppliers Demographic- Economic Environment Technological- Natural Environment Political- Legal Environment Social- Cultural Environment
Marketing Mix- The Four P’s Target Customers Intended Positioning Product “ Goods-and-service” combination that a company offers a target market Price Amount of money that consumers have to pay to obtain the product Activities that persuade target customers to buy the product Promotion Company activities that make the product available Place
Managing the Marketing Effort Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans & Budget Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives Marketing Analysis of Company’s Situation Control Measure Results Evaluate Results Take Corrective Action
Elements of a Marketing Plan Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls
Marketing Implementation Marketing Strategy Marketing Performance Implementation Climate and Culture Action Programs Decision and Reward Organizational Structure Human Resources
Marketing Control Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action
Marketing Audits Organization Productivity Environment Systems Function Strategy Types of Marketing Audits

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Lecture 2

  • 1. Chapter 2 Strategic Planning and the Marketing Process PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
  • 2.
  • 3.  
  • 4.
  • 5.
  • 6. Analyzing Current SBU’s: GE Strategic Business-Planning Grid Industry Attractiveness Business Strength High Medium Low Strong Average Weak A B C D
  • 7. Developing Growth Strategies 1. Market Penetration 2. Market Development 3. Product Development 4. Diversification Existing Markets New Markets Existing Products New Products Product/ Market Expansion Grid
  • 8.
  • 9.
  • 10. The Marketing Process Target Consumers Product Place Price Promotion Marketing Implementation Marketing Planning Marketing Control Marketing Analysis Competitors Marketing Intermediaries Publics Suppliers Demographic- Economic Environment Technological- Natural Environment Political- Legal Environment Social- Cultural Environment
  • 11. Marketing Mix- The Four P’s Target Customers Intended Positioning Product “ Goods-and-service” combination that a company offers a target market Price Amount of money that consumers have to pay to obtain the product Activities that persuade target customers to buy the product Promotion Company activities that make the product available Place
  • 12. Managing the Marketing Effort Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans & Budget Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives Marketing Analysis of Company’s Situation Control Measure Results Evaluate Results Take Corrective Action
  • 13. Elements of a Marketing Plan Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls
  • 14. Marketing Implementation Marketing Strategy Marketing Performance Implementation Climate and Culture Action Programs Decision and Reward Organizational Structure Human Resources
  • 15. Marketing Control Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action
  • 16. Marketing Audits Organization Productivity Environment Systems Function Strategy Types of Marketing Audits